Brand is the perception someone holds in their head about you, or a product, service, organization, cause, or idea. It can be negative, positive, or somewhere in between. Once you realize that a brand is merely a perception, you realize that in the mind of any particular person, either a brand exists or it does not. People are constantly forming perceptions. But we don’t have to leave the process to chance. Every day, we have opportunities to shape other’s perceptions. That is what Brand Building is about: the deliberate and skillful application of effort to create a desired perception in the mind of another person.